The web has evolved into the most important marketing medium in history.
However, many organizations continue to place less importance on the expansion and curation of their brands online.
Online branding should be just as well conceived as any other communication or marketing initiative. Regardless of how small or large an organization is, traditional website and social media branding should be paramount to any communications initiative. Successfully expanding a brand online takes time, creativity, and patience. Attention should be focused not only on increasing brand recognition, but also on building a community through interactivity.
An organization’s online branding initiatives should be focused on creating destinations that consumers, audience members, and supporters will regularly visit. Your online branding should be accessible and engaging on every level.
To assist with the process, NJI Media has created a set of directions that serves as best practices when expanding a brand online.
1. Know Your Audience
Ask yourself: where is the audience and what are they talking about? Finding your people and meet them there. Avoid experimenting with a platform that your audience will not use.
2. Message Accordingly
Each platform requires a different format and message, so know how to post properly and be sure to use site-specific content.
3. Consistency Counts
Keep posts and information up to date and consistent. Setting and meeting expectations is the quickest way to engage an audience.
4. Be True to the Brand
Brands are recognized by design and tone. Keep the brand design consistent on every platform, and use the brand’s voice to make relevant comments.
5. Make it Easy
The quickest way to prevent sharing is by frustrating followers. Content and sharing options need to be user-friendly.
6. Practice Patience
This is a long-term strategy: not everything will go viral. However, the content that does gain traction will make your efforts worthwhile.
7. Join the Conversation
Build your social karma by being helpful and adding value to the community. Answer comments, reply to consumers, and highlight experts on various digital platforms – this is a two-way conversation.
Take the time to track your efforts and response. Remember that clicks translate to sales; making analytics a key part of the process is the only way to know if you efforts are working.
Use those analytics to adjust your strategy and make changes. Like anything else, there are good and bad fits. Take the time to find what works best for the brand.
10. Rinse and Repeat
With these steps in place, you will be well on your way to a solid, cohesive online brand.